Building Customer Insight

Module overview

The aim of this module is to provide you with an understanding of consumer behaviour and how knowledge of consumers contribute to organisational strategy.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

how consumer psychological theories and models can be used to create customer knowledge;
how different consumer behaviour models and marketing frameworks can be used as analytical tools to create strategic marketing intelligence.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

communicate ideas and arguments fluently and effectively in a variety of written formats;
work effectively in a team and recognise problems associated with team working.
communicate ideas and arguments orally and through formal presentations;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

apply the knowledge of consumer psychological theories and models to analyse customer behaviour.
analyse relevant consumer models for understanding customer behaviour and use them to aid marketing decision making;

Learning and Teaching

Teaching and learning methods

Teaching and learning methods include: • Lectures explaining the problems and concepts • Discussion sessions where the tools can be practiced and applied • Guided independent study Through all delivery methods the content and presentation of the module will be accessible and inclusive. Learning activities include: • Case study/problem solving activities • Guided private study

Study time
Type	Hours
Teaching	24
Independent Study	126
Total study time	150

Resources & Reading list

General Resources

1* ABSL Journal of Consumer Marketing, Marketing Intelligence and Planning.

2* ABS: Journal of Consumer Behaviour. Journal

3* ABS: European Journal of Marketing, Psychology and Marketing, Journal of Interactive Marketing. Journal

4* ABS ranked (2018): Journal of Consumer Psychology, Journal of Consumer Research. Journal

Textbooks

Rishi, B. and Bandyopadhyay, S. eds (2017). Contemporary Issues in Social Media Marketing. Routledge.

Bamossy, G.J. and Solomon, M.R. (2016). Consumer behaviour: A European perspective. Pearson Education.

Solomon, M.R. and Lowrey, T.M. eds. (2017). The Routledge companion to consumer behavior. Routledge..

Ng, S. and Lee, A.Y., (eds). ((New York, 2015; pubd online Apr. 2015)). Handbook of Culture and Consumer Behavior. Oxford Scholarship Online..

Parsons, E., Maclaran, P. and Chatzidakis, A. (2017). Contemporary issues in marketing and consumer behaviour. Routledge.

Sethna, Z. and Blythe, J. (2016). Consumer behaviour. Sage.

Solomon, M.R., Hogg, M., Askegaard, S. and Bamossy, G. (2019). Consumer Behaviour. A European perspective. Harlow: Pearson.

Mothersbaugh, D.L. and Hawkins, D.. Consumer behavior: Building marketing strategy.. McGraw-Hill Higher Education.

Schiffman, L.G., Kanuk, L.L. and Hansen, H. (2012). Consumer behaviour–A European outlook. Harlow: Pearson.

De Mooij, M (2019). Consumer behavior and culture: Consequences for global marketing and advertising. SAGE Publications Limited..

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

In-class activities

Assessment Type: Formative
Feedback: Various learning activities will be carried out during the class, and students will be given the feedback on their work and how they could improve.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Coursework	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Coursework	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Coursework	100%

Repeat Information

Repeat type: Internal & External